1. Chitkara business school
marketing management
presentation
Submitted by:
Komal Sharma
Kulbir
Arushi
Gaurav
Anshum

2. TOPIC
 The company Karamchand Appliances Private ltd. has
hired you for consultancy for mosquito repellent
brand. Find out all the history background on their
brand, its STP and 4P’S . Also analyze the competitors.
Identify the stage of PLC
at which the brand is currently and suggest the
marketing strategy accordingly.

3. History/Background Of Allout
 KAPL brand “All out” is a generic name for liquid
vaporizer.
 KAPL began developing it in 1987 at Baddi (HP)
 All out was launched in April 1990 by a small company
KAPL(Karamchand appliances private ltd.)
 The company was run by Arya brothers-Naveen, Anil
and Bimal.

4. Continue History…
 Initial success was largely due to technological
innovation.
 KAPL decided to handle the advertising for all out on
its own.
- an animated frog jumping ad
 KAPL’S distribution network consisted of around 120
distributors across the country.
 KAPL was a single product company i.e. niche market.
 SCJ (sc john) acquire All out in early 2000.

5. CONTINUE HISTORY…
 KAPL managed to wrest market share from corporate
giants such as Godrej Sara Lee ltd.(GSLL) and HUL
with strong brands such as good knight, mortein with
69% share in 1999.
 It was launched at Rs 225 due to initial cost but later it
was reduced to Rs.135 in 1994 and Rs.99 in 1999.

6. Major players
The major competitors of All out are as follows:
 GOOD KNIGHT,GSLL
 MORTEIN, RECKITT BERCKISER.
 MAXO,JYOTI LABS.

7. CURRENT MARKET SHARE
 Leader: All out (45%)
 Challenger: Good knight (39%)
 Follower: Mortein(12%)

8. SUBSTITUTES
SUBSTITUES OF ALLOUT VAPORISER COMPRISES
OF :
 MATS(10%)
 COILS(50%)
 CREAM(3%)
 SPRAYS (2%)

9. The 1st P: Product
 Pioneer Effect: First of its kind.
 Technically Sound: Dependable Japanese Technology.
 Smoke Free
 No residue, almost odorless.
 Long lasting.
 Ease of Use.

10. The 2nd P: Price
 Flexible pricing to accommodate market sentiments.
 KAPL was proactive with its flexible pricing strategy. It
set a trend in the process.
product combo advanced refill
All Out 63 99 49
Good knight 72 99 49
mortein 54 - 49

11. The 3rd P: Place
 GSLL and R&C were multi-product giants whereas
KAPL was a newcomer with a single product. Hence
the former companies (before launching vaporizers)
already had well established distribution networks.
 The only P in which KAPL was behind its major
competitors was “Place”.
 Of the 9 lacs outlets across the country that sold
repellants, KAPL was available in only 18% (120
distributors)

12. The 4th P: Promotion
 The ads of All Out were unique and immediately caught
the imagination of the masses.
 The ad had high mind recall.
 Since KAPL themselves handled the account the
advertisement cost was quite low.
 Other strategies:
1. Hindi Movie Video Cassettes
2. FM Radio
3. News Program Sponsors
4. Movie Song/Dance/Fight Sequence sponsoring on
satellite TV Channels.
5.Exchange mat machine

13. STP
SEGEMENTATION
TARGETING
POSITIONING

14. SEGEMENTATION:
Segmentation of allout is done according to the
Geographical :
 METRO(22.6%)
 URBAN(16.4%)
 RURAL(6.9 %)

15. Targeting
KAPL is targeting on the households of:
 URBAN cities.
 METRO cities.

16. Positioning
 Machro ka Yaamraj..
 Surkshit Parivaar..
 Generic Name..

17. Product life cycle
 The all out is at it maturity stage.
 The sales are stable.
 As the competitors are increasing and there is a stiff
competition.
 Good knight having 43% and all out 42% in july 2011.
however in MAT all out still has the highest market
share of 45% and good night of 39%.
 So we can say that the product cycle has reached a
maturity stage..

18. Product Life Cycle

19. Strategies
 Launching a new herbal product (reducing
ALLETHRIN)..
 Battery operated
 Spreading awareness via Campaigning
 Actions against duplicity
 Tapping rural market
 Different fragrance (room fresheners)